Media strategy • Reach – Unduplicated exposures – gross impressions – Number of different people exposed to the message • Frequency – Average number of exposures –
Download ReportTranscript Media strategy • Reach – Unduplicated exposures – gross impressions – Number of different people exposed to the message • Frequency – Average number of exposures –
Media strategy • Reach – Unduplicated exposures – gross impressions – Number of different people exposed to the message • Frequency – Average number of exposures – How many times audience is exposed to message Media strategy • Best frequency – Outdoor, newspapers, magazines • Best Reach – Network advertising, magazines • Best combination – Radio Media strategy • Calculating cost efficiency • Cost per thousand (CPM) – How much it costs to deliver 1000 gross impressions – How much to reach 1000 listeners, viewers, readers, households, etc. CPM Cost of Schedule Gross Impressions 1000 = Cost Per Thousand 2 spots @ $8.00 each 1 reaches 4500 QHP 1 reaches 3500 QHP CPM • 4500 + 3500 = 8000 gross impressions • 2 spots @ $8 = $16 – cost of the schedule • $16 ÷ 8000 = • .002 • .002¢ per person • X 1000 = 2.00 • $2 per 1000 QHP CPM Number of spots Cost per spot Total cost 1 80 8 10 4 10 Totals QHP Total QHP 3400 2913 5825 CPM Number of spots Cost per spot Total cost 1 80 80 8 10 80 4 10 40 Totals $200 200 ÷ 50000 = .004 QHP Total QHP 3400 3400 2913 23300 5825 23300 50000 CPM Number of spots Cost per spot Total cost QHP Total QHP 4 11 26500 8 15 3000 10 19 4700 Totals CPM Number of spots Cost per spot Total cost QHP Total QHP 4 11 44 26500 106000 8 15 120 3000 24000 10 19 190 4700 47000 Totals $354 177000 354 ÷ 177000 = .002 Waste circulation • Reaching people who are not the desired audience • Demographics = age, gender, income • Psychographics = “lifestyle” Audience research • How we know the size of the audience reached • Rating = percentage of all possible viewers or listeners • Share = percentage of people using media • Share is always a larger number Audience research 100% All possible viewers or listeners Audience research 100% TVHH Audience research Not viewing HUT 50% HUT level = 50 Audience research Not viewing Tuned to our spot Audience research 25% of TVHH – 50% of HUT Audience research Rating = 25 Share = 50 Audience research terms • Gross ratings points • Average quarter hour people (QHP) Audience research • • • • Began in the 1920s with radio listenership Archibald Crossley personal interviews C. E. Hooper – Hooperatings – personal A. C. Nielsen – Diaries – Audimeter Audimeter A.C. Nielsen • Now only television ratings • Use diaries, audimeters and “people meters” • Meters used for “overnights” A.C. Nielsen terminology • Total survey area (TSA) • Designated market area (DMA) – Every county in the U.S. assigned to a DMA • Metro survey area (MSA) Market areas TSA DMA/ADI MSA DMA/ADI TSA Arbitron • Radio research • Dairies • Developing the “personal people meter” (PPM) Arbitron terminology • Total survey area (TSA) • Area of Dominant Influence (ADI) – Every county assigned to an ADI • Metro survey area (MSA) Problems in audience research • • • • Poor return rates of diaries Absenteeism – controlled by PMs Hyping What does “listening” or “viewing” really mean as it relates to advertising?